Champion is marking its centennial with a special 100 Years for the Team campaign.
The American sportswear retailer, which was started in 1919 as Knickerbocker Knitting Mills in Rochester, New York and is now owned by Hanesbrands Inc., is known for its athleticwear and for outfitting sports teams such as the gold medal-winning 1992 U.S. Olympic men’s basketball “dream team”.
Now, Champion is celebrating the milestone achievement with a global campaign that will explore what it means to be a team in 2019 from the perspective of participating teams, clubs, squads, and crews across the world.
“This significant milestone for Champion allows us to reflect on what ‘team’ and the evolution of ‘sports’ means today to consumers around the globe,” said Jon Ram, group president, global activewear at Hanesbrands Inc. “Helping people come together as teams and being innovators in the industry has been an important part of our brand’s story since the very beginning. Now is the time to look ahead and celebrate how teams today have the power to change the world for the better, and how we assist in enabling them.”
The marketing will launch with a special film that features basketball legend Magic Johnson. In the video, Johnson shares his reflections and insights into what truly makes a great team.
“As part of the ‘dream team,’ I experienced first-hand the power of people coming together to achieve great things,” the 59-year-old sportsman commented. “I’m pleased to celebrate the power of teams in Champion’s 100th-anniversary campaign.”
As a well as highlighting teams throughout the year, Champion also plans to unveil limited-edition product collections, events, and influencer partnerships.
The brand has enjoyed a major resurgence in recent years, thanks to famous fans like Kanye West, Kylie Jenner and Chance the Rapper. It has also teamed with other labels, including Supreme, Vetements, and Timberland.
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